The WB - early momentum, or not?

DavidB. Wilkerson

The WB network, coming off a disappointing season in 1999-2000, says it's already picking up steam after one week in the new season - but a programming consultant says it's all a matter of how you want to look at the numbers.

The Time Warner
TWX, -28.57%
-owned network, which primarily targets teens and young adults, set ratings Monday through Thursday ratings records during premiere week. In the adult 18-34 category, WB shows averaged a 2.9 rating and 8 share. Among women 18-34, the network's 3.9/10 was its best ever over that four-day span.

And in the women 18-49 group, WB shows matched their all-time high, managing a 3.2/8.

(One ratings point equals 1 percent of the nation's television homes, or just over 1 million households. Share is the percentage of televisions in use that are tuned to a specific program.)

The WB is especially pleased in light of the fact that record-setting ratings also exceed totals achieved when the network was carried on Tribune's
TRB, -16.67%
Superstation WGN. Tribune, which is also a 25-percent owner of the WB, pulled WB shows from WGN last fall because WB affiliates around the country said the dual airing was having a cannibalizing effect on their own ratings.

But Marc Berman, a New York-based programming consultant, says that if you look closer, the WB's opening week wasn't that impressive.

Thursday was the network's best night, with the new drama "The Gilmore Girls" and the Alyssa Milano drama "Charmed." "But you have to remember that NBC didn't have its regular entertainment programming. They were showing the vice presidential debates," said Berman.

But more importantly, Berman said, for most of the week, the WB's ratings for every time period are down, in total households, from those of a year ago with the exception of Thursdays from 8 to 10 p.m. and Friday from 8 to 8:30.

"You have to look at their cornerstone programming," he said. " 'Seventh Heaven' "(4.6/7) is down from last year - that's one of their more stable players. 'Roswell,' (3.0) on Monday, is down from what 'Seventh Heaven' was doing in the same time period last year -with a weaker 'Seventh Heaven' lead-in.

" (On Tuesdays,) 'Buffy (the Vampire Slayer)' (3.9/6) still took a hit opposite (Fox's) 'Dark Angel.' (11.2/17) On Wednesdays, 'Dawson's Creek' (3.4/5) is down - there's no denying that. 'Felicity' (2.5/4) at 9 o'clock is down from 'Roswell' in that time period a year ago."

Aside from last week's debate enhanced Thursday night lineup, the network is also showing improvement only in the Friday 8 p.m. period, when "Sabrina, the Teenage Witch," (2.5/5) newly arrived after four years on ABC, is getting better results.

Kennard: broadcasters should pay for analog channels

Federal Communications Commission Chairman William Kennard took a shot at television broadcasters Tuesday, saying stations should have to pay for their existing analog channels starting in 2006, when most of the industry has converted to digital broadcasting.

Kennard told the Associated Press that such payment is only fair since the government turned over the highly valuable digital spectrum to broadcasters for free. Because broadcasters can use the digital spectrum for additional channels and data transmission, Kennard estimates the spectrum to be worth an aggregate $70 billion.

Broadcasters are required to turn their analog channels over to the FCC by 2006, or whenever digital TV has penetrated 85 percent of the market. Because of this latter condition, Kennard is concerned that broadcasters will drag their feet on digital so they generate analog-based revenues for data transmission and other applications for as long as possible.

Congress should set a fixed date for the digital transition, Kennard says.

The National Association of Broadcasters, a long-time nemesis of Kennard, was predictably upset with the chairman's remarks.

"It is regrettable that Chairman Kennard has failed the test of leadership," said Eddie Fritts, president of the NAB, in a statement. "Sadly, he is trying to shift the blame for a faltering DTV transition."

Fritts said Kennard and the commission have failed to establish a rule requiring all digital TVs to be capable of receiving digital channels. He also criticized the agency for not forcing cable operators to carry the digital TV signals of local broadcasters.

Intraday Data provided by SIX Financial Information and subject to terms of use. Historical and current end-of-day data provided by SIX Financial Information. All quotes are in local exchange time. Real-time last sale data for U.S. stock quotes reflect trades reported through Nasdaq only. Intraday data delayed at least 15 minutes or per exchange requirements.